4 Persuasive Design for Improving Battery Swap Service Systems …
55
Table 4.3 Recommended strategies for two groups
Age under 40
Age above 40
Rank
Strategy
Average
Strategy
Average
1
Color
6.00
Color
6.18
2
Threat
5.82
Media richness*
5.84
3
Remind
5.80
Threat
5.84
4
Diversified
5.79
Tunnel
5.79
5
Simulation
5.75
Data visual
5.78
6
Tunnel
5.73
Diversified
5.63
7
Discount
5.68
Self monitor
5.54
8
Data visual
5.60
Simulation
5.51
9
Self monitor
5.52
Remind
5.51
10
Personalize
5.48
Personalize
5.44
11
Authority
5.21
Discount
5.41
12
Reward*
5.18
Authority
5.24
13
Media richness*
5.08
Cooperate
4.71
14
Cooperate
4.62
Reward*
4.59
15
Praise
4.49
Virtual object
4.35
different persuasion design for female or male customers. Other demographical variables such as education level and vocation were also tested and no significant effect
was found.
For the case of age, the ANOVA results (F = 1.866, p = 0.001) show a significant
interaction effect. In other words, the persuasion effects of persuasive strategies are
significantly different for users in different ages. In order to make the recommendation on design strategy more practical, two groups of users (under and above the
age of 40) are taken for further analysis. Table 4.3 shows the averages and standard
deviations of persuasion scores for different strategies for the two groups of users.
For example, the strategy “color associations” ranks the first in both groups. The
strategy “threat and coping appraisal” ranks the second in the group of age under
40 while “media richness and interactivity” ranks the second for the group of age
above 40. However, if strict statistical testing like ANOVA is taken, there are only
two strategies: ‘rewards’ and ‘media richness and interactivity’ have significantly
different persuasion effects on the two groups. This should be considered when the
designers want to use the results in Table 4.3 for practical implementation.
4.6 Summary
This study focuses on choosing appropriate persuasive design strategies for
improving battery swap service systems. To reduce the idle cost of battery and raise
55
Table 4.3 Recommended strategies for two groups
Age under 40
Age above 40
Rank
Strategy
Average
Strategy
Average
1
Color
6.00
Color
6.18
2
Threat
5.82
Media richness*
5.84
3
Remind
5.80
Threat
5.84
4
Diversified
5.79
Tunnel
5.79
5
Simulation
5.75
Data visual
5.78
6
Tunnel
5.73
Diversified
5.63
7
Discount
5.68
Self monitor
5.54
8
Data visual
5.60
Simulation
5.51
9
Self monitor
5.52
Remind
5.51
10
Personalize
5.48
Personalize
5.44
11
Authority
5.21
Discount
5.41
12
Reward*
5.18
Authority
5.24
13
Media richness*
5.08
Cooperate
4.71
14
Cooperate
4.62
Reward*
4.59
15
Praise
4.49
Virtual object
4.35
different persuasion design for female or male customers. Other demographical variables such as education level and vocation were also tested and no significant effect
was found.
For the case of age, the ANOVA results (F = 1.866, p = 0.001) show a significant
interaction effect. In other words, the persuasion effects of persuasive strategies are
significantly different for users in different ages. In order to make the recommendation on design strategy more practical, two groups of users (under and above the
age of 40) are taken for further analysis. Table 4.3 shows the averages and standard
deviations of persuasion scores for different strategies for the two groups of users.
For example, the strategy “color associations” ranks the first in both groups. The
strategy “threat and coping appraisal” ranks the second in the group of age under
40 while “media richness and interactivity” ranks the second for the group of age
above 40. However, if strict statistical testing like ANOVA is taken, there are only
two strategies: ‘rewards’ and ‘media richness and interactivity’ have significantly
different persuasion effects on the two groups. This should be considered when the
designers want to use the results in Table 4.3 for practical implementation.
4.6 Summary
This study focuses on choosing appropriate persuasive design strategies for
improving battery swap service systems. To reduce the idle cost of battery and raise